how brands test ppc ads by brad geddes
TRANSCRIPT
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#SMX #33B1 @bgTheoryUsing Data & Creativity Together
How Brands Test PPC Ads
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What Brands Need to Know
What ad is best for my brand
name?
What ads are best for my
brand products?
What ads are best for
returning specific
audiences?
What ads are best for generic
terms?
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Brand Testing ConsiderationsScale:• Are you testing
100,000 ads or 2?
Are there brand
guidelines/legal
considerations for brand terms?
Are there brand/legal
guidelines for generic terms?
Are we aligning tests/ads with
other initiatives?
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What is ‘Best’?
What do you want to do? The metric you should useIncrease conversions Conversion per Impression (CPI)Increase visitors Click Through Rate (CTR)Increase engaged visitors Conversion per Impression (CPI)Get the most revenue possible Revenue per Impression (RPI)Improve quality scores Click Through Rate (CTR)
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Metrics for Most Brands
Brand Terms• CPI• CTR
Brand product /service terms:• CPI / RPI
Generic Terms:• CPI / RPI• ROAS
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Confidence Factors by Term Type
Term Type Minimum ConfidenceLong Tail Keywords 90%Mid data terms 90% – 95%3rd Party Brands you Sell 90% (small brands) to 95% (large
brands)Top Keywords (the ones you watch daily)
95% - 99%
Your Brand Terms 99%
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Testing Types
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Single Ad Group Tests
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Multi-Ad Group Testing
Idea 1Idea 2Idea 3Idea 4Idea 5
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Example: Free & Rush Shipping Vs 24 Hour Rush Available
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That Simple Test Resulted in 115 More Conversions/Month for a Small Account.
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Which Testing Type Should You Use?
Single Ad Group Testing
Insights within an ad group
• Best for high traffic ad groups
• Best for Brand ad groups• Good for other ad groups
after you’ve done some multi-ad group testing for global insights
Multi-Ad Group Testing
Insights across a segment
• Best for template created ads
• Best for small data accounts
• Best for market research
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Before You Start
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What Are You Trying to Learn?
Are consumers price sensitive?
(discounts, prices in ads)
Does Location matter? (use
geographies in ads)
Does shipping matter? (Free or Rush shipping)
Is selection important?
(large, exclusive,
variety, etc)
How much does quality matter? (cheap, luxury)
What’s your best CTA? (Call,
Shop, Find, Discover, etc)
Should your display URL be products, geo,
CTAs, or something else?
Do we need to pre-qualify
clicks? (b2b vs b2c)
etc…
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How Will You Segment the Data?
Brand Terms
• By ad type (DSA, ETA, Responsive, etc)
• By ad group
Brand Services/Product
Terms• By ad type• By campaign or
ad group (based upon scale)
Generic Terms
• By ad type• By campaign
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Create Your Testing Spreadsheet
TestTerm Type Where Ad TypeMetrics Coordination
Hypothesis
StartDate
EndDate Conclusion
What is the test name?
What term types are being tested?
Where will the test be conducted?
What ad formats are included?
What is the winning metric and minimum data?
Do we need to coordinate with other dpts?
What is the hypothesis we’re trying to test?
What did you learn?
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ExampleTest
•Generic test to understand the impact of geographies in ads.
Term Type•Generic
Where•Campaigns marked generic/service region
Ad Type•ETAs
Metrics•90% confidence•Minimum 25,000 impressions/ad set
Coordination•Design to create matching geographies on page headline
Hypothesis•Our users are looking for insurance that is local to them. While our ads currently use the state per our regulations, we believe that by moving to individual city level, we can increase our interactions with searchers
How•We will create two headline 2s in all the ad groups for the test.•First test: Current ads (state name)•Second Test: Include ad customizers for city names
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Setup You Tests
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Launching Your Test
Write the adsPass ads to
any legal/brand
review teams
Coordinate with any
other design departments
Create the ads in your
PPC accountLaunch your
test
Make note of the start date
in your spreadsheet
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Watch Your Test Results for Action
If below minimum data, wait.
• If below minimum confidence – wait• If above minimum confidence – take action
If above minimum, calculate confidence factors
If above maximum data and a test has no results, take action
• In the case of multi-ad group testing: Replace entire string with a new pattern to test
• (optional): Use insight in other areas, such as email, landing pages, etc
Action = Pausing loser OR pausing loser & creating new challenger
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Once You Have Winners
What is the insight?Where else can the insight be used?
Landing pages
Email CTAs or Subject
LinesSEO Title
Tags
Images for other
networksEtc…
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Recap
What do you want to know?
Where do you need that info?
What is the scale of the test?
What type of test
should you run?
Define your
testing criteria
Coordinate with other channel
Setup & Run the
test
Make notes of insights
& investigate where else
you can use that
data.
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Brad Geddes Serious about Ads & Data?Co-Founder, AdalysisTwitter: @bgTheory
Read our blog: Adalysis.com/blogTest anything: Adalysis.com
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